A STUDY ON PHYSICAL EVIDENCE IN HOSPITAL WITH

SPECIAL REFFERENCE TO ST: SEBASTAINS VISITATION

HOSPITAL ARTHUNKAL,
Submitted by
ALEN PHILIP
REGISTER NO: 195 13 812 005

Under the guidance of

Mr. ANISH JOHN [H.O.D Management department]
in partial fulfillment for the award of the degree
of
BACHELOR OF BUSINESS ADMINISTRATION

DEPARTMENT OF MANAGEMENT
NAIPUNNYA SCHOOL OF MANAGEMENT
(Affiliated to University of Kerala)
CHERTHALA, ALAPPUZHA

DECLARATION
I Alenphilip hereby declare that dissertation titled Physical evidence in hospital with
special reference to St.Sebastains visitation hospital Arthunkal is a benefited study
carried out by me under the supervision of Mr.Anish john H.O.D department of BBA
naipunnya school of management. In partial fulfillment of the requirement for degree
Bachelor of Business Administration of Kerala University.
I also declare that this report has not been placed by anybody in any university for the
award of any degree or diploma and this represents my independence.

Place:
Date:

ALENPHILIP

ACKNOWLEDGEMENT
First of all, I thank god for showering the blessings upon me to complete my project on
time.
I express my sincere gratitude to Mr. Anish john H.O.D department of BBA Naipunnya
School of management for his guidance, careful examination of the draft and valuable
comments in the preparation of the dissertation Physical evidence in hospital with
special reference to St.Sebastains visitation hospital Arthunkal.
I am extremely thankful to sr.Jamma the administrator of St.Sebastains visitation hospital
Arthunkal and I am great full for the support provided by my dear villagers to complete
the project.
I wish to acknowledge my sincere thanks to my parents, all my friends and all those who
assisted me directly in completing my project.

Place:
Date:

ALENPHILIP

CHAPTER

TITLE

1
1.1
1.2

INTRODUCTION
SCOPE OF THE STUDY
NEED AND SIGNIFICANCE OF THE STUDY
REVIEW OF LITERATURE
INDUSTRY PROFILE
COMPANY PROFILE
PRODUCT PROFILE
STATEMENT OF THE PROBLEM
OBJECTIVES OF THE STUDY
RESEARCH METHODOLOGY
CHAPTERISATION SCHEME

1.3
1.4
1.5
1.6
1.7
1.8
1.9
1.10

THEORATICAL CONCEPTS AND

RELEVENCE TO THE STUDY

DATA ANALYSIS AND INTERPRETATION

FINDINGS ,SUGGETIONS AND

CONCLUSION

PAGE NO.

APPENDIX
BIBLIOGRAPHY

LIST OF TABLES
Sl No

PARTICULARS

PAGE
NO.

1
2
3
4
5
6
7
8
9
10
11
12

Noise level of the Hospital is acceptable

The odor in this hospital is pleasant
The hospital is Hygienic.
The hospital provides an Eco - Friendly atmosphere.
The waiting area provided to patients and visitors are good.
Consulting area is overcrowded at times.
The patients admit cards are standard and it is attractive.
The layout of the hospital is well planned in terms of grassing
flowering and lighting.
The structure of the building is attractive and convenient.
The color of the building and the physical facility is good and it
suits the hospitals Ambiance.
The business card and the brochures are provided by the hospital
The nursing staff understood your needs and has shown
commitment and positive attitude towards satisfying your needs.

13

The staffs look professional and elegant in their uniforms.

14

The front office staffs or receptionist is good in giving instructions.

They give right guidance and provide answers to all your queries.

15

The parking facility is good.

16

The room and wards are spacious.

17

The Beds are comfortable.

18

Are you visiting the hospital because of the facilities and the
ambience provided by the hospital?

LIST OF CHARTS
Sl No

PARTICULARS

PAGE

NO.
1
2
3
4
5
6
7
8
9
10
11
12

Noise level of the Hospital is acceptable

The odor in this hospital is pleasant
The hospital is Hygienic.
The hospital provides an Eco - Friendly atmosphere.
The waiting area provided to patients and visitors are good.
Consulting area is overcrowded at times.
The patients admit cards are standard and it is attractive.
The layout of the hospital is well planned in terms of grassing
flowering and lighting.
The structure of the building is attractive and convenient.
The color of the building and the physical facility is good and it
suits the hospitals Ambiance.
The business card and the brochures are provided by the hospital
The nursing staff understood your needs and has shown
commitment and positive attitude towards satisfying your needs.

13

The staffs look professional and elegant in their uniforms.

14

The front office staffs or receptionist is good in giving instructions.

They give right guidance and provide answers to all your queries.

15

The parking facility is good.

16

The room and wards are spacious.

17

The Beds are comfortable.

18

Are you visiting the hospital because of the facilities and the
ambience provided by the hospital?

CHAPTER 1
INTRODUCTION

INTRODUCTION
Physical evidence in any organisation is an asset especially for a service firm. The
services are intangible in nature this intangibility makes the physical evidence
more important. The environment in which the services are delivered is known as
physical evidence. In a hospital physical evidence includes the odor in the hospital
, the visiting cards provided to patients , cleanliness , structure of the building etc.
the study on physical evidence in St. Sebastians visitation hospital . helps to
know more about the physical evidence of the hospital which will be helpful for
the hospital authorities and the patients. .
Physical evidence is one among the
marketing mix in service delivery. The service firms must consciously make
efforts to manage the physical evidence. In case of hospital it is really important in
maintaining attractive physical evidence. Physical Evidence is the environment in
which service is delivered. The services are intangible in nature. The intangibility
is the reason for the importance of physical evidence in the service marketing mix.
So physical evidence in service industry is really important.
Modern hospitals need to create a good ambience. Right from the reception one
finds very cordial and comforting staff. The ambience plays an important role
because when a patient walks into the hospital he immediately forms an opinion
about the hospital.
The staff follows a dress code to show professionalism and to
maintain discipline. The staff is trained to be understanding, warm and
comforting because the clientele that goes to the hospital is usually disturbed or
unhappy. It is necessary for a hospital to be well organized and segregated into
different departments. All the doctors should be offered with a well-equipped
cabin. The entire hospital requires to be centrally air-conditioned with good
lighting. Ventilation is taken care of by air-conditioning.

Special care should be taken to maintain hygienic, cleanliness and whole hospital
must be well lit. This is taken care of by the housekeeping department. A hospital
has to keep in mind both the aspects of physical evidence that is essential and

peripheral evidence. Physical evidence particularly plays an important role in the

hospital where the patients are already depressed or traumatized and a good
atmosphere could make all the difference.
Services as we know are largely intangible
when marketing. However customers tend to rely on physical cues to help them
evaluate the product before they buy it. Therefore marketers develop what we call
physical evidence to replace these physical cues in a service. The role of the
marketer is to design and implement such tangible evidence. Physical evidence is
the material part of a service

1.1SCOPE OF THE STUDY

The study conducted in St.Sebastains visitation hospital Arthunkal tells about the
condition of physical evidence in the hospital. The study was about the quality of physical
evidence and it helps the hospital in many ways to know more about the environment in
the hospital and the acceptance of the physical environment provided by the hospital was
recognized. The study provides a wide scope for the administrators to look into the
physical evidence and take corrective actions.

1.2NEED AND SIGNIFICANCE OF THE STUDY

The problem is the physical evidence in hospital with special reference to St.Sebastains
Visitation Hospital Arthunkal. Physical evidence is one among the marketing mix in
service delivery. The service firms must consciously make efforts to manage the physical
evidence. In case of hospital it is really important in maintaining attractive physical
evidence. Physical Evidence is the environment in which service is delivered. The
services are intangible in nature. The intangibility is the reason for the importance of
physical evidence in the service marketing mix. So physical evidence in service industry
is really important. Now days there are several issues taking place in any hospitals
regarding the hygiene and facilities provided. So the topic for the study regarding
physical evidence in the hospital is a need in this current scenario.

1.3REVIEW OF LITERACTURE
Physical Evidence is the final element of the three additions to the basic marketing mix
as proposed by Booms and Bitner (1981). The evidence which shows that a service was
performed, such as the delivery packaging for the item delivered by a delivery service, or
a scar left by a surgeon. This reminds or reassures the consumer that the service took
place, positively or negatively.

1.4 INDUSTRY PROFILE

The healthcare industry (also called the medical industry or health economy) is an
aggregation of sectors within the economic system that provides goods and services to
treat patients with curative, preventive, rehabilitative, and palliative care. It includes the
generation and commercialization of goods and services lending themselves to
maintaining and re- establishing health. The modern healthcare industry is divided into
many sectors and depends on interdisciplinary teams of trained professionals and
paraprofessionals to meet health needs of individuals and populations.
The healthcare industry is one of the world's largest and fastest-growing industries.
Consuming over 10 percent of gross domestic product (GDP) of most developed nations,
health care can form an enormous part of a country's economy.
For purpose of finance and management, the healthcare industry is typically divided into
several areas. As a basic framework for defining the sector, the United Nations
International Standard Industrial Classification (ISIC) categorizes the healthcare industry
as generally consisting of: hospital activities; medical and dental practice activities; "other
human health activities".

HEALTH CARE IN INDIA

Healthcare has become one of Indias largest sectors - both in terms of revenue and
employment. Healthcare comprises hospitals, medical devices, clinical trials, outsourcing,
telemedicine, medical tourism, health insurance and medical equipment. The Indian
healthcare sector is growing at a brisk pace due to its strengthening coverage, services
and increasing expenditure by public as well private players.
Indian healthcare delivery system is categorised into two major components - public and
private. The Government, i.e. public healthcare system comprises limited secondary and
tertiary care institutions in key cities and focuses on providing basic healthcare facilities
in the form of primary healthcare centers (PHCs) in rural areas. The private sector
provides majority of secondary, tertiary and quaternary care institutions with a major
concentration in metros, tier I and tier II cities.
India's competitive advantage lies in its large pool of well-trained medical professionals.
India is also cost competitive compared to its peers in Asia and Western countries. The
cost of surgery in India is about one-tenth of that in the US or Western Europe.
Market Size
The overall Indian healthcare market today is worth US$ 100 billion and is expected to
grow to US$ 280 billion by 2020, a compound annual growth rate (CAGR) of 22.9 per
cent. Healthcare delivery, which includes hospitals, nursing homes and diagnostics
centers, and pharmaceuticals, constitutes 65 per cent of the overall market.
There is a significant scope for enhancing healthcare services considering that healthcare
spending as a percentage of Gross Domestic Product (GDP) is rising. Rural India, which

accounts for over 70 per cent of the population, is set to emerge as a potential demand
source.
India requires 600,000 to 700,000 additional beds over the next five to six years,
indicative of an investment opportunity of US$ 25-30 billion. Given this demand for
capital, the number of transactions in the healthcare space is expected to witness an
increase in near future. The average investment size by private equity funds in healthcare
chains has already increased to US$ 20-30 million from US$ 5-15 million, as per
PriceWaterHouseCoopers.
The Indian medical tourism industry is pegged at US$ 3 billion per annum, with tourist
arrivals estimated at 230,000. The Indian medical tourism industry is expected to reach
US$ 6 billion by 2018, with the number of people arriving in the country for medical
treatment set to double over the next four years. With greater number of hospitals getting
accredited and receiving recognition, and greater awareness on the need to develop their
quality to meet international standards, Kerala aims to become India's healthcare hub in
five years.

Investments
The hospital and diagnostic centers attracted Foreign Direct Investment (FDI) worth US$
3.21 billion between April 2000 and September 2015, according to data released by the
Department of Industrial Policy and Promotion (DIPP).
Some of the major investments in the Indian healthcare industry are as follows:
American multinational technology and consulting corporation, IBM has announced that
Manipal Hospitals corporate and teaching facilities will adopt Watson for Oncology, a
cognitive computing platform trained by Memorial Sloan-Kettering that analyses data to
identify evidence-based treatment options, helping oncologists to provide cancer patients
with individualised healthcare.
Apollo Hospitals Enterprise (AHEL) plans to add another 2,000 beds over the next two
financial years, at a cost of around Rs 1,500 crore (US$ 225.28 million).
Malaysia-based IHH Healthcare Berhad has agreed to buy 73.4 per cent stake in Global
Hospitals Group, India's fourth-largest healthcare network, for Rs 1,284 crore US$ 192.84
million.
Temasek Holdings Pte Limited acquired the entire 17.74 per cent stake of Punj Lloyd
Limited in Global Health Private Limited, which owns and operates the Medanta Super
Specialty Hospital in Gurgaon.
CDC, a UK based development finance institution, invested US$ 48 million in
NarayanaHrudayalaya, a multi-speciality healthcare provider. With this investment,
Narayana Health will expand affordable treatment in eastern, central and western India.

Apollo Health and Lifestyle Limited (AHLL), a wholly-owned subsidiary of Apollo

Hospitals Enterprise, acquired Nova Specialty Hospitals at an estimated cost of Rs 135145 crore (US$ 20.3-21.8 million).
IHH Healthcare Berhad acquired a controlling 51 per cent equity stake in Hyderabadbased Continental Hospitals Limited for about approximately US$ 45.4 million.
Sanofi-Synthelabo (India) Limited invested Rs 90 crore (US$ 13.52 million) in Apollo
Sugar Clinics Limited (ASCL), a unit of its subsidiary Apollo Health and Lifestyle
Limited.
Carlyle Group acquired a stake in Metropolis Healthcare Limited, an operator of
pathology laboratories in India, for an undisclosed sum.
San Francisco-based Fitbit Inc., a fitness-tracking device maker, has launched its fitness
wristbands across 300 towns in India and expects the country to be among its top five
markets in next two years.
Home healthcare service provider Portea Medical has raised Rs 247 crore (US$ 37.5
million) in Series-B funding from investors including Accel Partners, International
Finance Corporation, Qualcomm Ventures and Ventureast.
Practo Technologies Pvt. Ltd, Indias largest online doctor discovery company, has
acquired hospital information management solution provider Insta Health Solutions for
US$ 12 million which will help Practo get access to more than 500 hospitals across 15
countries.
Attune Technologies Private Limited, a Chennai-based healthcare technology firm, has
raised US$ 10 million in a Series B funding from Qualcomm Ventures and Norwest
Venture Partners in order to expand its digital healthcare solutions from the current 200
hospitals and laboratories to 25,000 such facilities globally.
Pluss, a Gurgaon based on-demand medicine and healthcare products delivery service
start-up, has raised US$ 1 million in pre-Series A funding from IDG Ventures, India; M &
S partners, Singapore and Powerhouse Ventures, US. The company would use the funding
to upgrade its technology and expand presence in five cities.
Government Initiatives
India's universal health plan that aims to offer guaranteed benefits to a sixth of the world's
population will cost an estimated Rs 1.6 trillion (US$ 24.03 billion) over the next four
years.
Some of the major initiatives taken by the Government of India to promote Indian
healthcare industry are as follows:
A unique initiative for healthcare 'Sehat' (Social Endeavour for Health and Telemedicine)
has been launched at a government run common service centre (CSC) to empower rural
citizens by providing access to information, knowledge, skills and other services in
various sectors through the intervention of digital technologies and fulfilling the vision of
a Digital India.

India and Sweden celebrated five years of Memorandum of Understanding (MoU). The
cooperation in healthcare between India and Sweden will help in filling gaps in research
and innovative technology to aid provisioning of quality healthcare.
Mr J P Nadda, Union Minister for Health & Family Welfare, Government of India has
launched the National Deworming initiative aimed to protect more than 24 crore children
in the ages of 1-19 years from intestinal worms, on the eve of the National Deworming
Day.
Under the National Health Assurance Mission, Prime Minister MrNarendraModi's
government would provide all citizens with free drugs and diagnostic treatment, as well
as insurance cover to treat serious ailments.
All the government hospitals in Andhra Pradesh would get a facelift with a cost of Rs 45
crore (US$ 6.76 million), besides the establishment of 1,000 generic medical shops across
the State in the next few months.
Mission Indradhanush launched by Mr JP Nadda aims to immunise children against seven
vaccine preventable diseases namely diphtheria, whooping cough, tetanus, polio,
tuberculosis, measles and hepatitis B by 2020. Government has set a target of 95 per cent
immunisation cover by end of 2016.
The E-health initiative, which is a part of Digital India drive launched by Prime Minister
MrNarendraModi, aims at providing effective and economical healthcare services to all
citizens. The programme aims to make use of technology and portals to facilitate people
maintain health records and book online appointments with various departments of
different hospitals using eKYC data of Aadhaar number.
Road Ahead
India is a land full of opportunities for players in the medical devices industry. The
country has also become one of the leading destinations for high-end diagnostic services
with tremendous capital investment for advanced diagnostic facilities, thus catering to a
greater proportion of population. Besides, Indian medical service consumers have become
more conscious towards their healthcare upkeep.
India's competitive advantage also lies in the increased success rate of Indian companies
in getting Abbreviated New Drug Application (ANDA) approvals. India also offers vast
opportunities in R&D as well as medical tourism. To sum up, there are vast opportunities
for investment in healthcare infrastructure in both urban and rural India.
Exchange Rate: INR 1 = US$ 0.0150 as on December 08, 2015

This third class involves activities of, or under the supervision of, nurses, midwives,
physiotherapists, scientific or diagnostic laboratories, pathology clinics, residential health
facilities, or other allied health professions, e.g. in the field of optometry, hydrotherapy,
medical massage, yoga therapy, music therapy, occupational therapy, speech therapy,
chiropody, homeopathy, chiropractics, acupuncture, etc.

The Global Industry Classification Standard and the Industry Classification Benchmark
further distinguish the industry as two main groups:

healthcare equipment and services; and pharmaceuticals, biotechnology and related life
sciences.
The healthcare equipment and services group consists of companies and entities that
provide medical equipment, medical supplies, and healthcare services, such as hospitals,
home healthcare providers, and nursing homes. The latter listed industry group includes
companies that produce biotechnology, pharmaceuticals, and miscellaneous scientific
services.

Other approaches to defining the scope of the healthcare industry tend to adopt a broader
definition, also including other key actions related to health, such as education and
training ofhealth professionals, regulation and management of health services delivery,
provision of traditional and complementary medicines, and administration of health
insurance.

1.5 COMPANY PROFILE

About Institution
Name of the Institution

St. Sebastians Visitation Hospital Arthunkal

Industry

Health Care Industry

Sector

Service

Founded in

28 Oct 1969

Founded by

Rt.Rev.Fr.Dr.Michael Arattukulam
(Former Bishop of Alleppy)

Facilities and Services Provided

The Main Service provided is health care.
There are 13 Departments in the hospital
General Medicine
Ophthalmology
E.N.T
Psychiatry
Orthopedics
Pediatrics
Surgery
Urology
Radiology
Mental
Gynecology
Dental
Skin

1.6 PRODUCT PROFILE

A product is a set of attributes assembled in an identifiable form. The product is the

central component of any marketing mix. The product component of the marketing mix
deals with a variety of issues relating to development, presentation and management of
the product which is to be offered to the market place. It covers issues such as service
package, core services and peripherals, managing service offering and developing service
offering.
Hospitals today offer the following services:
1. Emergency services Emergency services and care at most of the hospitals is unique
and advanced. The hospitals have state-of-the-art ambulances. The CCU's on Wheels
under supervision by medical and para-medical staff. There is hi-tech telecommunication
available to a patient in an emergency at any given time.
2. Ambulance services Hi-tech ambulances linked by state-of-the-art
telecommunications are fully equipped with doctors that are available to render medical
attention and assistance in case of emergencies at the patient's doorstep.
3. Diagnostic services Modern Hospitals are multi-speiality and multi-disciplinary, that
can handle any kind of ailment, they offer a wide range of facilities for instance,
Oncology, Orthopedics, Neurology, Plastic surgery and so on.
4. Pharmacy services Most of the hospitals also have a pharmacy which is open 24
hours. It caters to the needs not only of the inpatients and outpatients, but also patients
from other hospitals who require emergency drugs.
5. Causality services Causality service includes a 24 hrs. causality department, which
attends to the accident or emergency cases.
Apart from the above mentioned services, hospital also offers "Health Diagnosis
Programme" which is a complete, comprehensive, periodic health check up offered for
busy executives, professionals, business persons and so on. The health diagnosis
programme comprises of the following:
1. Master health check up
2. Executive Health check up
3. Diabetics health check ups etc.,

1.7 STATEMENT OF THE PROBLEM

The problem is the physical evidence in hospital with special reference to St.Sebastians
Visitation Hospital Arthunkal. Physical evidence is one among the marketing mix in
service delivery. The service firms must consciously make efforts to manages the
physical evidence. In case of hospital it is really important in maintaining attractive
physical evidence

1.8 OBJECTIVE OF THE STUDY

Primary

To find out the quality of the physical evidence in St. Sebastians Visitation Hospital
Arthunkal
Secondary

To suggest measures to improve physical evidence in St. Sebastians Visitation Hospital Arthunkal
To find out whether the floe of patients depends on physical evidence of the
hospital.

1.9 RESEARCH METHODOLOGY

Research Design
A research design is considered as the framework or plan for a study that guides as well
as helps the data collection and analysis of data. The research design may be exploratory,
descriptive and experimental for the present study. The descriptive research design is
adopted for this project.

Descriptive research
In this research the researcher used descriptive research design. A descriptive research
design is concerned with the detail description of certain functional variables and
characteristics of a problem situation. The major purpose of this research is the
description of the state affairs and its exist in present.

Universe of the Study

Universe of this study is the patients
Sampling Procedure
The sampling used in this study is Simple random sampling
Sample size; 100
Methods of Data Collection
Both Primary and Secondary is used.
Primary
Questionnaire, Interview, Observation
Secondary
Books and Internet

Tools & Techniques of Analysis

Simple percentage analysis
This method is used to simplify the numbers through the use of percentage.
The data are in a standard from with base equal to 100, which facilities relative
comparison.

LIMITATION OF THE STUY

Most of the patients where illiterate

Some of the respondents were not cooperative
There was only a short span of time to complete the project
The sample size of 100 respondents may not represent the whole universe

1.10 CHAPTERISATION
CHAPTER 1: INTRODUCTION TO THE STUDY
The chapter classified into different parts they are

INTRODUCTION

SCOPE OF THE STUDY

NEED AND SIGNIFICANCE OF THE STUDY

REVIEW OF LITERATURE

INDUSTRY PROFILE

COMPANY PROFILE

PRODUCT PROFILE

STATEMENT OF THE PROBLEM

OBJECTIVES OF THE STUDY

RESEARCH METHODOLOGY

CHAPTERISATION SCHEME

CHAPTER 2: THEORATICAL CONCEPTS AND RELEVENT TO THE STUDY

This chapter consist of definitions from the subject gives of the study that and the each
chapter references also
CHAPTER 3: DATA ANALYSIS AND INTERPRETATION

This chapter containing analysis of data, which is done by taking each question and
analysis is carried out by question and using percentage analysis.In this method all the
given data is converted into percentage and represented in the form of pie diagram

CHAPTER 4: FINDINGS, SUGGETIONS AND CONCLUSION

This chapter contains

FINDINGS
SUGGETIONS

CONCLUSION

APPENDIX
Every project report contains necessary annexure where in the performance of
questionnaire in their schedule should be enclosed in original
BIBLIOGRAPHY
Each reference should give details regarding author(s), Title of book, details regarding,
year of publication, name of publisher, etc.

CHAPTER: 2
THEORATICAL CONCEPTS AND RELEVENT TO THE STUDY

PHYSICAL EVIDENCE

It is the environment in which the service is delivered with physical or tangible

commodities and where the firm and the customer interact. Physical evidence plays an
important role in hospital services.
It makes a huge impact on the customer. Physical evidence
offers customers means of evaluating the service. Corporate image plays in important
role in terms of physical evidence. This can be developed through corporate relation
programmes. Modern hospitals need to create a good ambience. Right from the reception
one finds very cordial and comforting staff.
The ambience plays an important role because
when a patient walks into the hospital he immediately forms an opinion about the
hospital. The staff follows a dress code to show professionalism and to maintain
discipline. The staff is trained to be understanding, warm and comforting because the
clientele that goes to the hospital is usually disturbed or unhappy. It is necessary for a
hospital to be well organized and segregated into different departments. All the doctors
should be offered with a well-equipped cabin. The entire hospital requires to be centrally
air-conditioned with good lighting. Ventilation is taken care of by air-conditioning.
Special care should be taken to maintain hygienic, cleanliness and whole hospital must be
well lit. This is taken care of by the housekeeping department. A hospital has to keep in
mind both the aspects of physical evidence that is essential and peripheral evidence.
Physical evidence particularly plays an important role in the hospital where the patients
are already depressed or traumatized and a good atmosphere could make all the
difference.

Marketing has grown in importance for hospitals, looking to strengthen their position in a
increasingly competitive healthcare market place.

A world class hospital is a multi-disciplinary super speciality medical centre of

international standards. Most hospitals today are well equipped with the most advanced
diagnostic and treatment facilities. They try for total health care preventive and
curative. Most hospitals in developing counties like India have grown to a truly words
class stature over the years. Some hospitals have even obtained ISO 9002 certification.
Ex. Mallaya Hospital, Bangalore. ISO 9002 quality assurance is a structured and user
friendly set of systems, which allows the staff at all levels of the hospital to follow simple
procedures, which make the most complex tasks easy and efficient. It frees the senior
management of everyday stress in observing and monitoring tasks, which have to be
completed on daily basis.
Elements:

Services being intangible, customers often rely on tangible cues, or physical evidence, to
evaluate the service before its purchase and to assess their satisfaction with the service
during and after consumption. General elements of physical evidence are shown in Table
9.1. They include all aspects of the organizations physical facility (the services cape) as
well as other forms of tangible communication.

Elements of the services cape that affect customers include both exterior attributes (such
as parking, landscape) and interior attributes (such as design, layout, equipment, and
decor). Physical evidence examples from different service contexts are given in Table 9.2.
It is apparent that some services communicate heavily through physical evidence (e.g.
hospitals, resorts, child care), while others provide limited physical evidence (e.g.
insurance, express mail).

Role of service evidence:

A distinction is made in services marketing between two kinds of physical evidence:
(a) Peripheral evidence;
(b) Essential evidence.
(a) Peripheral Evidence:
Peripheral evidence is actually possessed as part of the purchase of a service. It has
however little or no independent value. Thus a bank cheque book is of no value unless
backed by the funds transfer and storage service it represents. An admission ticket for a
cinema equally has no independent value. It merely confirms the service. It is not a
surrogate for it. Peripheral evidence adds to the value of essential evidence only as far as
the customer values these symbols of service. The hotel rooms of many large
international hotel groups contain much peripheral evidence like directories, town guides,
pens, notepads, welcome gifts, drink packs, soaps and so on. These representations of
service must be designed and developed with customer needs in mind. They often provide
an important set of complementary items to the essential core service sought by
customers.
(b) Essential Evidence: Essential evidence, unlike peripheral evidence, cannot be
possessed by the customer. Nevertheless essential evidence may be so important in its
influence on service purchase it may be considered as an element in its own right. The
overall appearance and layout of a hotel; the feel of a bank branch; the type of vehicle
rented by a car rental company; the type of aircraft used by a carrier are all examples of
physical evidence

Managing the Evidence:

Service organizations with competing service products may use physical evidence to
differentiate their service products in the marketplace and give their service products a
competitive advantage. A physical product like a car or a camera can be augmented
through the use of both tangible and intangible elements.
A car can be given additional tangible features like a sliding roof or stereophonic radio
equipment; a camera can be given additional tangible features like control devices which
enable use in a wide variety of light conditions.
A car may be sold with a long life antirust warranty or cost- free service for the first year
of ownership; a camera with a long-life warranty or free lens insurance. Tangible and
intangible elements may be used to augment the essential product offer. In fact
organizations marketing tangible dominant products frequently use intangible, abstract
elements as part of their communications strategy. Service marketing organizations also
try to use tangible clues to strengthen the meaning of their intangible products.

CHAPTER 3
DATA ANALYSIS AND INTERPRETATION

Table No.1
Noise level of the hospital is acceptable
Sl
No.

Criteria

No of Respondents

Percentage of
Respondents

Strongly Agree

27

27

Agree

60

60

Disagree

13

13

Strongly disagree

Total

100

100

Percentage of Respondents
Strongly Agree

Agree

13%

Disagree

Strongly disagree

27%

60%

Interpretation
From the above table it is understood that the noise level of the hospital is acceptable
because 27% strongly agrees and 60% agrees with the statement

Table No.2
The odor in the hospital is pleasant
Sl
No.

Criteria

No of Respondents

Percentage of
Respondents

Strongly Agree

20

20

Agree

73

73

Disagree

Strongly disagree

Total

100

100

Percentage of Respondents
7%

Strongly Agree

Agree

20%
Disagree

Strongly disagree

73%

Interpretation
From the above table it is understood that the odor in the hospital is pleasant because 20%
strongly agrees and 73% agrees with the statement

Table No.3
The hospital is hygienic
Sl
No.

Criteria

No of Respondents

Percentage of
Respondents

Strongly Agree

Agree

84

84

Disagree

10

10

Strongly disagree

Total

100

100

Percentage of Respondents
Strongly Agree

Agree

10%

Disagree

Strongly disagree

6%

84%

Interpretation
From the above table it is understood that the hospital is hygienic because 6% strongly
agrees and 84% agrees with the statement

Table No.4
The hospital provides an eco friendly atmosphere
Sl
No.

Criteria

No of Respondents

Percentage of
Respondents

Strongly Agree

80

80

Agree

18

18

Disagree

Strongly disagree

Total

100

100

Percentage of Respondents
Strongly Agree

Agree

18%

Disagree

Strongly disagree

2%

80%

Interpretation
From the above table it is understood that the hospital provides an eco friendly
atmosphere because 80% strongly agrees and 18% agrees with the statement

Table No.5
The waiting area provided to patients and visitors are good
Sl
No.

Criteria

No of Respondents

Percentage of
Respondents

Strongly Agree

21

21

Agree

89

89

Disagree

Strongly disagree

Total

100

100

Percentage of Respondents
Strongly Agree

Agree

Disagree

Strongly disagree

19%

81%

Interpretation
From the above table it is understood that the waiting area provided to patients and
visitors are good because 21% strongly agrees and 89% agrees with the statement

Table No.6
Consulting area is overcrowded at times
Sl
No.

Criteria

No of Respondents

Percentage of
Respondents

Strongly Agree

Agree

Disagree

90

90

Strongly disagree

Total

100

100

Percentage of Respondents
Strongly Agree

Agree

Disagree

Strongly disagree

9% 1%

90%

Interpretation
From the above table it is understood that the Consulting area is not overcrowded because
good9% strongly Disagrees and 90 % Disagrees with the statement

Table No.7
The patients admit cards are standard and it is attractive
Sl
No.

Criteria

No of Respondents

Percentage of
Respondents

Strongly Agree

24

24

Agree

70

70

Disagree

Strongly disagree

Total

100

100

Percentage of Respondents
Strongly Agree

Agree

6%

Disagree

Strongly disagree

24%

70%

Interpretation
From the above table it is understood that the patients admit cards are standard and it is
attractive because 24% strongly agrees and 70% agrees with the statement

Table No.8
The layout of the hospital is well planned in terms of grassing, flowering and lighting.
Sl
No.

Criteria

No of Respondents

Percentage of
Respondents

Strongly Agree

91

91

Agree

Disagree

Strongly disagree

Total

100

100

Percentage of Respondents
Strongly Agree

Agree

Disagree

Strongly disagree

9%

91%

Interpretation
From the above table it is understood that the layout of the hospital is well planned in
terms of grassing, flowering and lighting because 91% strongly agrees and 9% agrees
with the statement.

Table No.9
The structure of the building is attractive and convenient.
Sl
No.

Criteria

No of Respondents

Percentage of
Respondents

Strongly Agree

Agree

49

49

Disagree

43

43

Strongly disagree

Total

100

100

Percentage of Respondents
Strongly Agree

Agree

Disagree

Strongly disagree

7% 1%

43%

49%

Interpretation
From the above table it is understood that the structure of the building is
partially attractive and convenient because 1% strongly agrees , 49% agrees ,
43% Disagree and 7%Strongly disagree with the statement.

Table No.10
The color of the building is and the physical facility is good and its suits the hospitals
ambiance
Sl
No.

Criteria

No of Respondents

Percentage of
Respondents

Strongly Agree

Agree

24

24

Disagree

26

26

Strongly disagree

40

40

Total

100

100

Percentage of Respondents
Strongly Agree

Agree

Disagree

Strongly disagree

27%
44%

29%

Interpretation
From the above table it is understood that color of the building and the physical facility is
not good and it doesnt suits the hospitals ambiance. Because 26%disagree
and40%strongly disagrees with the statement.

Table No.11
The business card and brochures are provided by the hospital
Sl
No.

Criteria

No of Respondents

Percentage of
Respondents

Strongly Agree

Agree

Disagree

Strongly disagree

95

95

Total

100

100

Percentage of Respondents
Strongly Agree

Agree

Disagree

Strongly disagree

5%

95%

Interpretation
From the above table it is understood that business card and brochures are
not provided by the hospital. Because 5%disagree and95%strongly disagrees
with the statement

Table No.12
The nursing staff understood your needs and has shown commitment and positive attitude
towards satisfying your needs.

Sl
No.

Criteria

No of Respondents

Percentage of
Respondents

Strongly Agree

23

23

Agree

63

63

Disagree

14

14

Strongly disagree

Total

100

100

Percentage of Respondents
Strongly Agree

Agree

14%

Disagree

Strongly disagree

23%

63%

Interpretation
From the above table it is understood that nursing staff understood patients
needs and has shown commitment and positive attitude towards satisfying
their needs. Because23 % strongly agrees, 63% agrees with the statement.

Table No.13
The staff look professional and elegant in their uniforms
Sl
No.

Criteria

No of Respondents

Percentage of
Respondents

Strongly Agree

20

20

Agree

72

72

Disagree

Strongly disagree

Total

100

100

Percentage of Respondents
Strongly Agree

Agree

8%

Disagree

Strongly disagree

20%

72%

Interpretation
From the above table it is understood that staff look professional and elegant
in their uniforms. Because20 % strongly agrees,72% agrees with the
statement.

Table No.14
The front office staff and receptionist is good in giving instructions. They give right
guidance and provide answers to all your queries.
Sl
No.

Criteria

No of Respondents

Percentage of
Respondents

Strongly Agree

31

31

Agree

40

40

Disagree

21

21

Strongly disagree

Total

100

100

Percentage of Respondents
Strongly Agree

Agree

Disagree

Strongly disagree

8%
31%

21%

40%

Interpretation
From the above table it is understood that the front office staff and receptionist is good in
giving instructions. They give right guidance and provide answers to all queries of
visitors Because31 % strongly agrees,40% agrees with the statement.

Table No.15
The parking facility is good.
Sl
No.

Criteria

No of Respondents

Percentage of
Respondents

Strongly Agree

13

13

Agree

81

81

Disagree

Strongly disagree

Total

100

100

Percentage of Respondents
Strongly Agree

Agree

6%

Disagree

Strongly disagree

13%

81%

Interpretation
From the above table it is understood that the parking facility is good Because13 %
strongly agrees,81% agrees with the statement.

Table No.16
The room and wards are spacious.
Sl
No.

Criteria

No of Respondents

Percentage of
Respondents

Strongly Agree

Agree

36

36

Disagree

43

43

Strongly disagree

21

21

Total

100

100

Percentage of Respondents
Strongly Agree

Agree

Disagree

Strongly disagree

21%
36%

43%

Interpretation
From the above table it is understood that room and wards are not spacious Because43 %
Disagree,21%Strongly disagrees with the statement

Table No.17
The beds are comfortable.
Sl
No.

Criteria

No of Respondents

Percentage of
Respondents

Strongly Agree

Agree

54

54

Disagree

36

36

Strongly disagree

10

10

Total

100

100

Percentage of Respondents
Strongly Agree

Agree

Disagree

Strongly disagree

10%

36%

54%

Interpretation
From the above table it is understood that the beds are comfortable because 54%agrees
with the statement.

Table No.18
Are you visiting the hospital because of the facilities and the ambience provided by the
hospital.
Sl
No.

Criteria

No of Respondents

Percentage of
Respondents

Yes

91

91

No

Total

100

100

Percentage of Respondents
Yes

No

9%

91%

Interpretation
From the above table it is understood that patients are visiting the hospital because of the
facilities and the ambience provided by the hospital because.91% say yes to the
statement.

CHAPTER4
FINDINGS SUGGESTIONS AND CONCLUSION

FINDINGS

It is found that the noise level of the hospital is acceptable because 27%
strongly agrees and 60% agrees with the statement.
It is found that the odor in the hospital is pleasant because 20% strongly
agrees and 73% agrees with the statement
It is found that the hospital is hygienic because 6% strongly agrees and
84% agrees with the statement
It is found that the hospital provides an eco-friendly atmosphere because
80% strongly agrees and 18% agrees with the statement
it is understood that the waiting area provided to patients and visitors are
good because 21% strongly agrees and 89% agrees with the statement
it is understood that the Consulting area is not overcrowded because
good9% strongly Disagrees and 90 % Disagrees with the statement
it is understood that the patients admit cards are standard and it is
attractive because 24% strongly agrees and 70% agrees with the statement
it is understood that the layout of the hospital is well planned in terms of
grassing, flowering and lighting because 91% strongly agrees and 9%
agrees with the statement.
it is understood that the structure of the building is partially attractive and
convenient because 1% strongly agrees , 49% agrees ,43% Disagree and
7%Strongly disagree with the statement.
it is understood that color of the building and the physical facility is not
good and it doesnt suits the hospitals ambiance. Because 26%disagree
and40%strongly disagrees with the statement.
it is understood that business card and brochures are not provided by the
hospital. Because 5%disagree and95%strongly disagrees with the
statement
it is understood that nursing staff understood patients needs and has
shown commitment and positive attitude towards satisfying their needs.
Because23 % strongly agrees, 63% agrees with the statement.
it is understood that staff look professional and elegant in their uniforms.
Because20 % strongly agrees,72% agrees with the statement
it is understood that the front office staff and receptionist is good in giving
instructions. They give right guidance and provide answers to all queries
of visitors Because31 % strongly agrees,40% agrees with the statement
it is understood that the parking facility is good Because13 % strongly
agrees,81% agrees with the statement.
it is understood that room and wards are not spacious Because43 %
Disagree,21%Strongly it is understood that the beds are comfortable
because 54%agrees with the statement.disagrees with the statement
it is understood that patients are visiting the hospital because of the
facilities and the ambience provided by the hospital because.91% say yes
to the statement.

SUGGESTIONS

The hospital has to insure that there is a brochure which helps the outsiders to
know more about the hospital.
The structure of the building and color has to be best suited for hospital.
Wards and rooms in the hospital can be more spacious.

CONCLUSION
From the research it is concluded that the physical evidence in the hospital is good. But in
some aspects like having a brochure or the problem regarding the space inside the rooms
wards should be considered by the hospital.

APPENDIX

 Noise level of the Hospital is acceptable.

Strongly Agree

Agree

Disagree

Strongly Disagree

Disagree

Strongly Disagree

Disagree

Strongly Disagree

The odor in this hospital is pleasant.

Strongly Agree

Agree

The hospital is Hygienic.

Strongly Agree

Agree

The hospital provides an Eco - Friendly atmosphere.

Strongly Agree

Agree

Disagree

Strongly Disagree

The waiting area provided to patients and visitors are good.

Strongly Agree

Agree

Disagree

Strongly Disagree

Consulting area is overcrowded at times.

Strongly Agree

Agree

Disagree

Strongly Disagree

The patients admit cards are standard and it is attractive.

Strongly Agree

Agree

Disagree

Strongly Disagree

The layout of the hospital is well planned in terms of grassing flowering and
lighting.
Strongly Agree

Agree

Disagree

Strongly Disagree

The structure of the building is attractive and convenient.

Strongly Agree

Agree

Disagree

Strongly Disagree

The color of the building and the physical facility is good and it suits the
hospitalsAmbiance.
Strongly Agree

Agree

Disagree

Strongly Disagree

The business card and the brochures are provided by the hospital
Strongly Agree
Agree
Disagree
Strongly Disagree
The nursing staff understood your needs and has shown commitment and positive
attitude towards satisfying your needs.
Strongly Agree

Agree

Disagree

StronglyDisagree

 The staffs look professional and elegant in their uniforms.

Strongly Agree

Agree

Disagree

Strongly Disagree

The front office staffs or receptionist is good in giving instructions.They give

rightguidance and provide answers to all your queries.
Strongly Agree

Agree

Disagree

Strongly Disagree

Disagree

Strongly Disagree

Disagree

Strongly Disagree

The parking facility is good.

Strongly Agree

Agree

The room and wards are spacious.

Strongly Agree

Agree

The Beds are comfortable.

Strongly Agree

Agree

Disagree

Strongly Disagree

Point out a facility that you see here. Which is rare among other Hospitals?
......................................................................................................................
Are you visiting the hospital because of the facilities and the ambience provided
by the hospital?
YES

NO

BIBLIOGRAPHY

BIBLIOGRAPHY
BOOKS
1. C.R Kothari Research methodology
2. R Srinivasan Services marketing The Indian context
3. SM Jha

Services marketing

4. Govind Apt Services marketing

WEBSITES
www.yourarticlelibrary.com
www.ibef.org
www.wikipedia.org
www.heapol.oxfordjournals.org
www.academia.edu
www.learnmarketing.net
www.marketing91.com
www.studymode.com